Paper leaves a deeper emotional footprint than digital

Digital may be trendier than paper, but as it turns out, paper provokes more emotional response than digital media, according to a recent study. Millward Brown, the ad agency that conducted the research, used fMRI brain scans to track neurological responses to printed cards and digital images. Three insights from the study included:

Tangible materials leave a deeper footprint in the brain.

Physical material involves more emotional processing, which is important for memory and brand associations.

Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads.